Ok…so you already have a crack staff of writers on-hand to handle your company website's writing assignments. So why should you consider hiring a freelance copywriter?
Well, as you know, today’s corporate belt-tightening often means too much work for too few people. This is especially true in the communications area, where cutbacks have strained the resources of our workforce across the board. The result? Stress, overwork and low morale.
And of course, this strain is more intense when those unusual or special projects come up. The disruption in the day-to-day activities of your staff can have two results. Either this project gets low priority or the day-to-day work suffers.
What’s the alternatives? Well, you can solicit the services of an established Ad agency or PR firm. And in some instances this can be the wise choice, especially when you need the kind of flashy productions intended to impress and entertain the client…the kind designed to win glitzy awards.
The problem? These fancy productions often come with a significant price tag. Face it, these firms have a lot of employees to feed and the cost of this high overhead is passed on to you. And that often means a budget under stress.
In addition, these firms tend to be busy with the best writers often assigned to the large, high profile clients. You may get a team of junior writers, but you’ll still pay the high cost.
The solution? Studies indicate that hiring a freelance writer can actually average 5% (or more) less expensive than work done internally. While at first glance the higher freelance per hour rate appears more cost, when you add the true cost of internal labor, not only salary, but benefit and overhead costs. And because you use him only when needed, there is no ‘downtime’ cost.
And with low overhead, the costs for freelancers are generally significantly lower than the established ad agency and PR firms.
What are some other advantages, besides cost, to having a freelance writer in the bullpen?
· Control…Office politics, personal sensitivities and organizational bureaucracies often effect control of a project deadlines and content. The freelance writer is your strategic sourcing partner for any project, working with you.
· Objectivity…Essential to creating powerful persuasive copy. Freelancers can give an impartial view and new perspective to your project.
· Writing experience…Intimate knowledge of a product or service is not necessary to write about it. Good copywriters are experienced researchers and adept at asking the right questions to get up to speed quickly. What is more important is the fresh perspective that comes from their diverse experience in meeting a variety of communication challenges.
· Better results… Many writers can write well…but few can produce the powerful and persuasive copy that optimizes lead generation or sales. The best copywriters are masters at pulling in qualified customers dramatically increasing profits.
· Fees…Copy fees are almost always a very small portion of the total project cost, but its effect on money generating results can be enormous.
Don’t wait until crunch time to start seeking relief. Have a freelancer in your bullpen to come to your aid…when you need him.
Copyright Alan Richardson
Discover the Advantages to Hiring a Freelance Web Site Copywriter for Your Web Business
9 Essential Items Your Website Copywriter Must Know About Your Business BEFORE Writing a Word…
…And if he’s not asking, you don’t want him writing for you.
It’s pretty much a given…when you hire a copywriter for your newly designed web site, your getting someone with above average writing skills. But the best copywriters are more than merely good writers. They are expert interviewers, researchers and marketers. Before sitting down to compose those lead generating or sales gems, they must completely understand all the benefits of your product or service, your goals for the project, what makes your customers tick and what distinguishes you from the competition.
If your copywriter is not covering these topics and asking these questions before he begins writing your copy, you will not get the biggest bang for your buck.
Website copywriting components:
· Project Objective
Is the purpose to make a sale, educate your customers, raise market awareness of your product or service, enhance your company image…or perhaps , internally, excite your sales force, improve company esprit de corps, build company loyalty?
· Target audience:
Who is the customer to whom we are writing? What are their sex and ages? What jobs they hold? What about their social status and economic circumstances? Where are your customers geographically concentration? What motivates them? What if anything do they already know about your product/service?
· Product description:
What are all the product’s features; its specifications, components, its manufacturing and delivery process? What efforts have een made to market it to date?
· Customer benefit:
Why should the customer buy your product or service? Can you quantify savings in time, money and/or effort? What is the relative importance of this product/service to the customer?
· Support for benefits claims:
What proof is available to support your product/service claims; in the form of test data, focus group reports, testimonials? We are looking for specific, quantifiable facts here, not subjective generalities.
· Competition:
Who are your competitors in the marketplace? How can I get an objective assessment of their features and a comparison to your product or service?
· Creative consideration:
What are the limitations and constraints for the promotion; such as budget, schedule, and overall requirements?
· Distribution:
How do you intend to market this promotion? What is the planned marketing campaign…ad runs when and where, brochure distribution and mailing plans?
· Unique Selling Proposition:
What specifically makes your product/service unique in the marketplace? What separates you from the competition?
Copyright Alan Richardson